Marketing Course

Kiehl’s men’s product range is currently limited (with only one item in the hair and beard category), yet 46% of the 28 respondents to our survey reported experiencing hair loss or a loss of hair volume.

We have developed the « Anti-Thinning Scalp Serum » featuring natural active ingredients and recyclable packaging based on the following strategy:

• a « premium expert » positioning;
• two target segments: « proactive » men (aged 25–45) and existing users of premium grooming products;
• a price point of €58 determined via benchmarking and set just below the psychological threshold of €60;
• a 6-month campaign with a budget of €180,000 (encompassing out-of-home advertising, social media, influencer partnerships, and two brand activations), with a sales target of 10,000 units.